Using AI for Deeper Insight, Faster

Date of publication: March 1, 2023

Catalogue: Webinars 2023


Guided by Tony's values of inclusion and internationalism, the mission of the Tony Cowling Foundation is to provoke and recognise innovation in the Market Research industry through our Research, Awards and Education programs. Join us for this webinar to hear from one of the 2022 finalists of the inaugeral award.

What's it about?

The release of ChatGPT has caused much excitement (and some concern) regarding the application of AI large language models (LLMs) for market research. The market research industry should embrace the development of ChatGPT and other LLMs, applications will emerge that enable researchers to be significantly more productive, empower them to be more creative, and deliver better, more actionable insight to their stakeholders. This presentation will discuss these points and demonstrate an application of conversational AI for market research that is already enabling deeper insight, faster.

What's in it for me?

  • An explanation of ChatGPT, disentangling fact from fiction in terms of potential implications for market research 
  • Hear about how AI will empower market researchers in 2023 and beyond
  • Learn about how LLMs like ChatGPT need expert training to work most effectively for market research
  • Discover how conversational AI, a key application of LLMs, is already enabling market researchers to get deeper insight, faster
  • Watch a demo of inca, a conversational AI platform which blends qualitative capabilities into quantitative surveys
  • An opportunity to ask questions and share experiences

Who is this for?

Any market researcher who wants to understand more about AI and how they can use it to their advantage. So that should mean everyone in the industry! Specific applications you will learn about:

  • Agency researchers ? how you can use a conversational AI survey platform to deliver a more engaging experience for research participants who provide you with better quality, more insightful data for your clients.
  • Client-side researchers ? how you can create automated methodologies (e.g. idea and creative testing) that are bespoke to your business and deliver deeper insight at speed.
  • Survey and research platforms ? how you can integrate conversational AI into your platforms using an API.

Phil Sutcliffe


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Josh Seltzer


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Research Papers



  • Video